Political advertising under stricter regulation, media companies adapt

Starting October 10, 2025, the EU Regulation on Political Advertising will apply, introducing stricter rules such as clear labeling, transparency about the advertiser, and a ban on the use of personal data. Industry organizations Audify, MMA, NDP Nieuwsmedia, Outreach, and Screenforce have developed the joint platform politiekereclame.nl, where parties can centrally submit their transparency statements.

DPG Media is opting for a partly independent approach, using contextual advertising, sales through its own sales organization, and technical support from Opt Out Advertising. Mediahuis Nederland is also complying with the EU rules with mandatory transparency forms and labels, supported by Adswag and Adhese. In addition, Ster (NPO/RPO) has established its own guidelines, while outdoor advertising operators (such as JCDecaux, Global, and Bauer Media Outdoor Nederland) remain part of the joint solution via the industry association Outreach.